FMG Suite vs. Snappy Kraken vs. Asset Engine
FMG vs Snappy Kraken.
And the one they don't want you to see.
Two legacy platforms. Same playbook — templates, canned content, no advertising. Here's how they actually compare, and what happens when you add a third option to the conversation.
The Industry Benchmark
Don't settle for D or C- quality.
FMG and Snappy Kraken are two of the most widely used marketing solutions for advisors. Neither are loved by their customers.
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Digital Marketing
- Snappy Kraken7.4/10
- Hubspot7.1/10
- Mailchimp7.1/10
- AdvisorStream7.0/10
- Active Campaign7.0/10
- Constant Contact6.9/10
- Levitate6.6/10
- FMG Suite6.5/10
Websites
- Snappy Kraken7.6/10
- FMG Suite6.7/10
- Broadridge6.5/10
Integration Score
- Snappy Kraken7.9/10
- AdvisorStream5.2/10
- FMG Suite6.7/10
- Levitate4.6/10
- Hubspot3.8/10
- Mailchimp0/10
Source: Kitces.com 2025 Advisor Tech Study — third-party, independent research comparing advisor satisfaction across major vendors.
Comparison
Side by side by side.
| FMG Suite | Snappy Kraken | Asset Engine | |
|---|---|---|---|
| Websites | Template-based. Limited layouts. Most FMG sites are visually indistinguishable from one another. | Template-based with custom design options on higher tiers. Foundations tier limits you to 20 pages with Snappy Kraken branding. | Custom-designed from scratch. Every site is built around your firm's brand and ideal client. |
| Content | Pre-written library shared across 40,000+ advisors. Same newsletters, same blog posts, same ZIP code. | Content library with AI email builder. More campaign variety than FMG, but still shared across their user base. | Original content created for your practice. Personalized to your voice, niche, and audience. |
| Marketing Automation | Basic email scheduling and social posting. Contact limits of 1,000–2,000 with overage fees. | Stronger automation with lead capture, auto-subscribe journeys, and CRM sync. Contact limits of 10k–100k depending on tier. | Full lifecycle automation — email, social, nurture campaigns. No artificial contact caps. |
| Advertising | Not offered. | Not offered. | Native capability. Programmatic display, paid search, paid social — managed and reported in one place. |
| Text Messaging | Available through MyRepChat — a separate product with its own subscription, not included in any FMG plan. | Included on Grow tier and above ($99/mo add-on otherwise). | Not currently offered. |
| Compliance | Pre-approved static content with basic submission tools. | Built-in compliance with broker-dealer configuration and campaign review. | Built-in approval routing for all content. WORM-compliant archiving for SEC/FINRA audit requirements. |
| Website Customization | Limited. Users report difficulty with small changes. Extra fees for a "customization partner." | Basic template on Foundations. Custom design on Grow, but limited to 3 revisions and 1 hr/mo dev time. | Full design control. Changes handled by our team. No revision limits, no hourly caps. |
Pricing — Marketing
| FMG Suite | Snappy Kraken | Asset Engine | |
|---|---|---|---|
| Entry | $99/mo · $199 setup | $199/mo · $199 setup | $99/mo · No setup fee |
| Mid-Tier | $269/mo · $199 setup | $299/mo · $499 setup | $259/mo · No setup fee |
| Managed | $895/mo · $495 setup | $899/mo · $499 setup | $599/mo · $399 setup |
Pricing — Websites
| FMG Suite | Snappy Kraken | Asset Engine | |
|---|---|---|---|
| Standard | $79/mo · $795 setup | $99/mo · $499 setup | $79/mo · $799 setup |
| Premium | $149/mo · $2,995 setup | $199/mo · $2,499 setup | $149/mo · $2,199 setup |
Pricing — Advertising
| FMG Suite | Snappy Kraken | Asset Engine | |
|---|---|---|---|
| Managed Advertising | Not offered | Not offered | Starting at $500/mo |
All pricing based on publicly available information as of April 2026. Asset Engine includes custom websites and original content at every tier — not available from FMG or Snappy Kraken at any tier.
The Real Difference
They're more similar than they'd like you to think.
FMG and Snappy Kraken position themselves as rivals, but the product gap between them is narrower than either will admit. Both sell template-based websites. Both rely on shared content libraries. Both charge setup fees. Neither offers advertising.
Snappy Kraken has an edge in automation — better CRM integration, lead scoring, and campaign sequencing. FMG has an edge in scale — 40,000 advisors and deep broker-dealer relationships.
But if you're an independent advisor looking for marketing that actually looks and feels like yours, neither platform was built for that.
What Neither Offers
The column that matters most.
Neither FMG nor Snappy Kraken offers managed advertising. If you want to run digital ads — programmatic display, Google search, paid social — you're on your own. Separate agency. Separate budget. Separate reports. No integration with the rest of your marketing.
Asset Engine includes managed advertising as a native capability, starting at $500/mo. Your ad performance is reported alongside your website traffic, email engagement, and content — one platform, one team, one set of numbers.
Custom vs. Template
Templates at template prices. Or custom at template prices.
FMG and Snappy Kraken both charge $79–$199/mo for template websites. Asset Engine charges $79–$149/mo for websites designed from scratch around your brand identity.
Same price range. Fundamentally different product. If your current website could have another advisor's name on it and nothing would feel wrong, that's the gap.
Pricing Transparency
The year-one math.
An advisor on Snappy Kraken's mid-tier marketing ($299/mo + $499 setup) with a Grow website ($199/mo + $2,499 setup) pays $8,974 in year one — for templates, shared content, and no advertising.
The same advisor on FMG's mid-tier marketing ($269/mo + $199 setup) with a premium website ($149/mo + $2,995 setup) pays $8,210 in year one — also templates, also no advertising.
An advisor on Asset Engine ($259/mo, no setup) with a premium website ($149/mo, $2,199 setup) pays $7,095 in year one — for custom everything, with managed advertising available starting at $500/mo.
$1,879 less than Snappy Kraken. $1,115 less than FMG. For a better product. And neither of them can run your ads at any price.
Switching
Switching is easier than you think.
- 01
Your domain stays yours.
We point your existing domain to your new site. No downtime, no broken links.
- 02
Your contacts come with you.
We handle the data export from your current platform and import into Asset Engine. No manual CSV wrangling.
- 03
Your new site launches fast.
We design, build, and deploy your custom site. You review, approve, and go live.
- 04
Compliance is handled.
All content goes through our built-in approval routing before it touches a client. Your compliance team gets the same visibility they have now — or better.
FAQ
Common questions about switching.
Can I keep my current domain name?
Yes. Your domain is yours. We handle the DNS migration so your URL stays the same and nothing breaks.
Will I lose my email contacts and client lists?
No. We export your contacts from your current platform and import them into Asset Engine as part of onboarding.
How long does it take to switch?
Most advisors are live within days to weeks.
Is Asset Engine compliant with FINRA and SEC requirements?
Yes. All content routes through our built-in compliance approval workflow before publication. We also support WORM-compliant archiving for SEC Rule 17a-4 audit readiness.
Does Snappy Kraken or FMG offer advertising?
No. Neither platform offers managed advertising. If you want to run digital ads, you need a separate agency. Asset Engine includes managed advertising natively, starting at $500/mo.
How does Asset Engine's pricing compare to both?
Asset Engine is the lowest-cost option at every comparable tier — with no setup fees on marketing plans, lower website setup fees, and custom sites instead of templates. See the pricing tables above for the full breakdown.
Does Asset Engine offer text messaging?
Not currently. Snappy Kraken offers compliant text messaging through their Convos product. If text messaging is a priority for your practice, that's a feature where Snappy Kraken has an advantage today.
Ready to see what better looks like?
Book a 20-minute call. We'll show you what Asset Engine looks like for your practice. No pitch deck. No pressure.